Page 19 - GBC Spring 2017 eng

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impoRtant inFoRmation
and Communication Plan
Before you get started, there is important information to collect. External market analysis applies to market information outside of the course’s front gate while internal market analysis applies to existing members and customers.
Gather the following internal information about your business:
Financial and Performance Data
• Rounds played by segment and month/week/day/hour • Revenue by type
• Other utilization information
Customer Information
• Demographic profiles (age, gender, income) • Home addresses
• E-mail addresses
Marketing Budget
• Last year’s budget market plan and key assumptions
•List of all channels you used and analytics (“likes”, followers, reach of each post, website visits, etc.)
• A copy of all marketing material
• Any editorials in which the club was
featured
• Library of all messaging
Conversely, you should gather the following external information about the market that your business serves: Demographic and psychographic Information
• Demographic and income data • Details on the lifestyle groups in
your market area
Supply and Demand Data
• List all competitors in your market area • Collect data to quantify demand (golf
participation rates, studies, visitor information, etc.)
Learn More About Your Market
• Demographics at statcan.gc.ca
• Customer and demographic mapping
information through Google
• Comprehensive reports at tactician.
com or environics.com
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